Advertisers from categories such as FMCG, retail and travel compete to reach consumers from high income households. News media readers are twice as likely to have a household income of $120,000 or more per annum than non-readers.

Readers shop more

High-street brands that advertise in news media reach consumers who love to shop. Figures show that readers shop more over a four-week period than non-readers.

Online retailers will also find consumers who frequently shop online. One in two readers made a purchase online in the past week

Readers spend more

Higher income levels translate into stronger spending power for news media readers.

Across a range of categories, readers spend more than other shoppers. For example, when it comes to buying their next car, readers intend to spend 14 per cent more than non-readers and spend 32 per cent more on home entertainment and electronics than non-readers.

Average amount spent on last purchase; cars: average amount intend to spend on next purchase.

Conclusion

Advertisers who incorporate news media advertising in their media plans will reach a large pool of wealthy high spending consumers.